You know the importance of having a lead magnet to grow your email list, but how do you create a lead magnet that converts?
It is one thing to create a lead magnet. It is an entirely different thing to create a lead magnet that will convert visitors to your website into email subscribers who will become buyers of your products and services.
Today, I want to share seven key characteristics that you need to consider when creating (or updating) your next lead magnet.
But first, what is a lead magnet?
A lead magnet is sometimes referred to as a freebie or a free offer. It is a free resource that provides your audience with valuable information and content, often aimed at solving a pain point, question, or problem they are struggling with.
In exchange for receiving this free resource, they willingly provide their email address. This adds them to your growing email list so that you can further nurture them along their journey with you and your business. (You can learn more about the importance of a strong nurture email sequence by reading this article: Transform your Email List with a Nurture Sequence.)
Here are seven key characteristic of a lead magnet that converts:
1. It solves a real and relevant problem.
A high converting lead magnet is one that focuses on a problem or pain point that is common to your ideal client or target market and provides them with a solution. What problem are you trying to solve for your clients? What questions are your ideal clients asking on social media?
Create a free offer that will benefit their life and/or business, encourage them to achieve a goal, or provide transformation from something they are struggling with.
2. It offers a quick win.
What is a quick solution or quick win you can provide for the problem or pain point your ideal client has? How can you help your ideal client walk away with that quick win, inspired to take that first step towards solving their problem?
Give them something that helps them move towards freedom from the problem or pain point they have been experiencing.
3. It is super specific.
Have a specific, direct call-to-action on your website and landing pages that tells visitors what to do and how they will benefit from signing-up.
For example, use a call-to-action like this: “Download my FREE guide to attract your ideal client with confidence today!” It will be more effective than saying, “Subscribe to my newsletter.” Don’t have a general call-to-action. Rather, be specific with a benefit-driven call-to-action.
4. It is quick to consume.
Your lead magnet does not have to be an extensive 300+ page eBook. People are looking for free offers that are easy to consume and implement. Create something simple that can be easily understood, such as a two-page checklist, a five-page guide or a ten-minute video tutorial.
5. It is of high value.
A high-converting lead magnet allows your ideal client to learn something that is going to be valuable to them and their business. Create a high-quality lead magnet that people will perceive as high value.
6. It is instantly accessible.
The last thing someone wants is to have to jump through three or four hoops before they get access to your free offer. Make sure that your lead magnet is easily accessible on either the delivery landing page or the delivery email that is sent immediately after someone signs up. Don’t keep them waiting!
7. It demonstrates your expertise.
A lead magnet is a great way to showcase and demonstrate your expertise and skills to potential clients and customers. It is a great way to display your knowledge about a certain topic, and it is important to create a lead magnet that is relevant to the products and services you have available.
For example, I provide coaches and course creators with online marketing support and so I have a lead magnet that walks people through setting up and growing an email list. This showcases my expertise with email marketing and allows me to reach potential clients who may be looking for further support with their email marketing.